Present Your Value Proposition
Currently, when you type “Mortgage Broker” into the search field on LinkedIn, it will return approximately 163,457 people with that title in their profile description. So, what makes you stand out from the crowd? First, before you can answer this question, you must understand who your client is and how they determine value. What do you do better than anyone else? Here are some questions to help you get started in determining your value proposition:
- How do you make life easier for clients / referral partners?
- What do you do for your clients, specifically?
- How do you do it differently?
Next, define your ideal client. It is impossible to be all things to all people, so, now that you have defined your value proposition, it is time to identify your ideal client. Are most of your clients first-time homebuyers, move-up buyers, empty nesters, investors? What types of loans do you typically manage on behalf of your clients? You must be able to communicate effectively to your target buyer. Here are some questions to help you define your ideal client:
- What are the typical demographics of your target market?
- What are the things that your clients value the most? (e.g., constant communication, honesty, follow-up, etc.)
- What is the most common driver in their purchase decision?
Share Your Knowledge
Social media empowers you to easily share your expertise with your customers and prospects directly. Consider the questions you get on a regular basis and then ask and answer those questions in a social media forum or short video.
Facebook Live is a great app to shoot videos that position you as an expert. Here is a brief tutorial, Facebook Live Guide for Mortgage Professionals to help you get started. Don’t worry too much about the quality as the content is more important to your target audience then the production values. This kind of added-value goes a long way in attracting and developing customers for life.
It may be easier to read from a script and hide behind the corporate logo, but the truth is people need to see you and know there is another human there to help them. Share your story in a way that relates to your audience. Tell them why you moved into the community or town where you do business. Remember, this is the largest financial transaction in most people’s lives, so being genuine on camera is very important to establishing trust. Also, smile in your profile photos and if possible, ask your clients to share a brief testimonial through Facebook reviews.